# Authentic Real-Women Cosmetics Ads Veil Cosmetics Launched an Empowering New Campaign By Grace Mahas | Published 2019-08-21 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/veil-cosmetics References: [amazon](https://www.amazon.ca/s?k=veil+cosmetics&gclid=EAIaIQobChMIkavP15SS5AIVwp-zCh1RHQGWEAAYASAAEgIZt_D_BwE&hvadid=208357437275&hvdev=c&hvlocphy=9061009&hvnetw=g&hvpos=1t1&hvqmt=e&hvrand=16579404886095569940&hvtargid=kwd-499404223152&hydadcr=27472_9990175&ref=pd_sl_5bx8hsnd2j_e&tag=trenhunt0f-20) & [ca.veilcosmetics](https://ca.veilcosmetics.com/) As a pioneer for questioning beauty standards and representation in the media, Veil Cosmetics has launched a new [cosmetics campaign that features real women](https://www.trendhunter.com/trends/authentic-skincare-campaign) who work in the industry. “Our products are created with real women in mind, not models on the covers of magazines,” said Sébastien Tardif, Co-founder and CEO of Veil Cosmetics. The ad includes three stunningly diverse women including Vlada Haggerty, a 35-year-old professional makeup artist and photographer, Kamani Alana, a 42-year-old celebrity makeup artist and mother of two, and Jackie Volker, a 46-year-old model, photographer, and mother of six. The campaign seeks to showcase the [diversity and beauty of real women](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever) by highlighting their natural good looks. With consumers seeking more [diverse representation in advertising](https://www.trendhunter.com/trends/maybelline-face-the-difference), brands like Veil Cosmetics who align with their beliefs will likely resonate well with customers and gain more consumer loyalty. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 61% | Activity: 73% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Diverse Representation:** Brands can capitalize on the trend of diverse representation in advertising by featuring real women who are not professional models. - **Authentic Beauty Standards:** There is an opportunity to disrupt the cosmetics industry by challenging traditional beauty standards and promoting natural good looks. - **Consumer Loyalty:** Brands that align with consumers' beliefs in promoting diversity and authenticity can gain more customer loyalty. ### Industries Being Reshaped - **Cosmetics:** The cosmetics industry can benefit from embracing real women as their target audience and promoting authentic beauty. - **Advertising:** The advertising industry has an opportunity to disrupt traditional beauty standards by featuring diverse representations of women. - **Fashion:** Fashion brands can tap into the trend of diverse representation by using real women who defy traditional beauty norms in their campaigns. ## Related on Trend Hunter - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Inclusive Makeup Brand Campaigns](https://www.trendhunter.com/trends/it-feels-good-to-be-seen.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Authentic Skincare Campaigns](https://www.trendhunter.com/trends/authentic-skincare-campaign.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Gamer-Centric Beauty Campaigns](https://www.trendhunter.com/trends/real-virtual-beauty.md)